Consumer vs. Customer vs. Shopper: When to use what
The terms consumer vs customer are often used interchangeably, alongside “shopper,” in everyday conversations. However, in the business context, each word represents a distinct concept and applies to a specific segment of the market. Understanding these differences is essential for effective communication and strategy. This blog will help clarify when to use each term and how they interrelate.
The relationship between customers, shoppers, and consumers
Customer: The biggest umbrella in the market
When considering consumer vs customer, the word customer is an umbrella term that would have all the other concepts, that is consumer and shopper nested within it. An idea of this broad linguistic meaning of the word ‘customer’ can be gauged by the fact that etymologically, it draws its roots from the Latin word “consuetude” which has the meaning “habit, usage, practice, tradition.” So, as a concept, it relates to the entire tradition, or way of buying or using a product or a service. More easily put, the “customer” is the one who sets the “custom” that is “tradition” around the buying and using of a product or service.
For example, customers of electronics are a broad base of the population and contain different kinds of buyers of electronic products. Additionally, a customer can also be a person or business entity that makes purchase decisions, either for its own use or for resale purposes. E.g. manufacturers, wholesalers, retailers, etc. On a general note, when you aren’t sure where your audience fits in the purchase journey, using “customer” is a safe bet.
Consumer: The end-user in the consumer vs customer debate
Interestingly, the word consumer, though closely related to the customer, has a different meaning. It points to those who consume or use a product or service. This is quite different from the idea of a customer because all customers are consumers but not all consumers are customers.
An interesting example to clarify this relational difference is the fact that the customers of children’s products like cereals, toys, and accessories are parents, but they are not the end consumers of these products. Children are the final consumers of children’s products and their preferences are important in the choices of the customers of these products, but not the final clinching factor. Since consumers consume a product, they are typically the ones zeroing in on a particular brand. However, the customers of children’s products, parents, still look at price points, health factors, and other issues while making purchase decisions for their little consumer. A consumer can be an individual, a family, or a group of people engaging with a product.
Shopper: A bridge between consumer vs customer
When evaluating consumer vs customer vs shopper, the term “shopper” is somewhere between a consumer and a customer. The term “shopper” is typically used when referring to a person looking to buy something tangible – like products in a supermarket. A shopper is someone who is simply browsing through certain goods in the market but has not necessarily made a purchase.
Shoppers are also customers as they are in the market looking for the products being sold. That said, not all customers are shoppers. For example, people availing a service, like at a bank, an airline, or a telecom company, would be referred to as “customers” and not “shoppers”. Also, a shopper may not always be the end-user of a product, and hence is not a consumer. So, a shopper is more difficult to target, for their focus is wandering and can be grasped only by associational marketing ideas.
Why understanding consumer vs customer matters
Each of these terms—consumer, customer, and shopper—defines a unique part of the buyer’s journey. Whether you’re targeting end-users, purchase decision-makers, or those exploring options, precise terminology ensures your messaging resonates with the right audience.
Business writing can be tricky, as it requires a deep understanding of industry-specific content directed towards a particular niche. Whether you’re addressing consumers, customers, or shoppers, our market knowledge can help your business stand out. That’s why a slew of organizations leverage Netscribes’ market knowledge to create more effective business content for their marketing needs. To know how your business can benefit from our services, connect with us at info@netscribes.com
